CCRTA - Employee Appreciation Day
Target Audience: The campaign's target audiences were CCRTA employees and contractors, including MV Transportation, Inc. contractors, who manage CCRTA's B-Line Paratransit service.
Strategy Objective:The objective was to build employee morale by recognizing employees for their efforts. With COVID-19 restricting large group or company-wide interaction, CCRTA developed personalized "goodie bags" for each employee, that would be delivered by each employee's supervisor. The "goodie bags" contained a personalized card signed by the CEO thanking them for their efforts, a $50 HEB gift card, a custom made commemorative t-shirt, a pair of KN95 masks, and bottles of hand sanitizer. The bags were given to each employee by their supervisor, who could personally thank them for their efforts. Employees were also given a special boxed lunch with their "goodie bags." In addition, employees were welcomed to work with special banners recognizing the day as Employee Appreciation Day.
Situation Challenge: CCRTA Executive Leadership wanted to recognize and thank the staff for their hard work, dedication, and responsiveness throughout a year that was riddled with unusual circumstances. Typically, staff is recognized during Transit Driver Appreciation Day, but the March event was cancelled due to the risk of spreading germs and/or COVID-19. Instead, employees were recognized for being responsive to the needs of the community on September 16, 2020.
Results Impact: The campaign generated positive feedback internally and externally. Internally, employees were emotionally taken aback by the kind words and gifts offered by CCRTA Executive Leadership. Staff members were thankful that their efforts during the pandemic were recognized. Externally, customers were extremely complimentary of staff whose photos were posted. Employees tagged each other in content and provided positive feedback for one another. In summation, it provided a positive outlet to recognize employees for their diligence and perseverance.
Why Submit: As tumultuous as 2020 was, CCRTA's "Employee Appreciation Day" was a highlight for the organization's leadership and employees. The campaign tremendously improved employee morale as they received positive feedback from their supervisors and their customers. The event also focused on employee safety, so that the celebration would not be a cause for long-term concern. Interactions focused on maintaining social distance, making sure everyone was wearing a mask at times, and offering lunch in a box "to go." Transportation employees go above and beyond each day to ensure that our communities can get where they need to be each day. Dedicating one day to those individuals paid dividends both internally and externally, and can improve overall company morale.